Vietnam's fashion e‑commerce sector sees rapid growth

Revenue from fashion sold on Vietnam's e‑commerce platforms rose 20‑30% annually between 2022 and 2024, far outpacing the 3.6% growth of traditional retail. The sector now represents about 20‑25% of total retail sales and contributes roughly 10% of the country's overall retail turnover, accounting for nearly two‑thirds of the digital‑economy value.

TikTok Shop is a leading driver, with more than 100,000 fashion sellers generating a 60%+ annual increase in sales and the number of active sellers growing 8.5 times since 2022. Average seller revenue has risen 3.2‑fold. However, many established brands struggle with digital content creation, livestream operations and customer‑data management, while pure‑online brands face the need to build lasting brand equity and reduce reliance on promotions. Industry officials warned that growth in gross merchandise value is slowing and customer‑acquisition costs are rising.

The Ministry of Industry and Trade and the e‑commerce and digital economy agency emphasized the sector’s role in Vietnam’s broader two‑digit economic growth targets and announced further programs to support digital transformation for fashion businesses.